Social Media: How to Engage, Share, and Connect, 4th Edition
- Length: 264 pages
- Edition: 4
- Language: English
- Publisher: Rowman & Littlefield Publishers
- Publication Date: 2021-07-07
- ISBN-10: 1538154412
- ISBN-13: 9781538154410
- Sales Rank: #0 (See Top 100 Books)
Updated to reflect the latest technological innovations and challenges, the fourth edition of Social Media: How to Engage, Share, and Connect helps students understand and successfully use today’s social media tools as PR professionals and personal users.
Regina (Gina) Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, “sticky” social media, and strategic campaigns. This book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals.
Features of the fourth edition include:
- Chapter objectives and learning outcomes
- Social Media Expert profiles
- Theory into Practice boxes
- #LRNSMPR (Learn Social Media and Public Relations) boxes
- Comprehensive glossary of terms
- Coverage of additional social media channels (including Clubhouse and TikTok) and visual content in the social sphere
New appendix with social media guidelines template
Cover Half-Title Title Copyright Brief Contents Contents List of Figures Preface Introduction: “But I Already Know Social Media” Part I The Advancement of an Industry 1 The Four Quadrants of Public Relations The Four Quadrants of Public Relations Explained Spotting Trends Quadrant 1: Media Relations Quadrant 2: Community Relations Quadrant 3: Business Relations Quadrant 4: Government Relations Applying an Interconnected Approach Theory into Practice: Okay to Say #LRNSMPR: Learn Social Media and Public Relations 2 The Evolution of Social Media Embracing Social Media Social Media’s Rise Pioneers of Social Media Engaging Globally Where Do We Go from Here? Theory into Practice: The Lincoln Project #LRNSMPR: Learn Social Media and Public Relations 3 Status: “It’s Complicated” The Field of Public Relations Today Can’t We All Just Get Along? Integrating Public Relations, Social Media, Marketing, and Advertising Mindful Listening in Social Media Social Media Drives Engagement; Data Drives Decisions Market without Selling and Still Be Profitable Why “Or”? Why Not “And”? Theory into Practice: Barbie: A More Diverse and Inclusive Doll #LRNSMPR: Learn Social Media and Public Relations Part II Strategic Planning: Public Relations and Social Media 4 The Road Map to Success Success Begins with an IDEA Interview with Woody Woodyard The Significance of Research and Planning Circular Model of SoMe for Social Communication Social Media Plan in Six Steps Theory into Practice: A Bright IDEA #LRNSMPR: Learn Social Media and Public Relations 5 Contemporary Media Relations Ushering in a Wave of New(s) Consumers Earned Media in PR Community of New Influencers Earned Media Strategy New Tools of the Trade The Blog Post Heard around the World Where Do We Go from Here? Online Media Centers and Social Media Press Releases Theory into Practice: HARO: Help a Reporter Out #LRNSMPR: Learn Social Media and Public Relations 6 Content Creation and Curation Content Reigns Supreme Content Creation versus Content Curation Corporate Website Blogging Getting Started Podcasting Podcasting Statistics Public Relations and Social Media Podcasts That Resonate Email Marketing Influencers User-Generated Content Socializing Business Theory into Practice: Evaluating Owned Media #LRNSMPR: Learn Social Media and Public Relations 7 Visual Content on the Social Sphere Images Boost Understanding and Retention Show, Not Tell Video Simplicity of Video YouTube Create a Spark Infographics GIFs and Memes The Upsurge in Visual Social Media Theory into Practice: Aussie #CURLPOWER Campaign #LRNSMPR: Learn Social Media and Public Relations 8 Social Media Channels Setting the Stage Social Network, Social Networking Site, Social Networking Facebook Google Twitter LinkedIn Pinterest Snapchat Instagram TikTok Building Loyalty through Social Media Theory into Practice: Life Is Butter in Vermont #LRNSMPR: Learn Social Media and Public Relations 9 “Sticky” Social Media Creating Shareable Social Content Storytelling Social Currency Influencers Shareability Turkey Joints—Yum! Wait, What? Go Forth and Create Sticky Content Theory into Practice: Women’s March: Worldwide Solidarity #LRNSMPR: Learn Social Media and Public Relations 10 Measuring Social Media’s Impact and Value Significance of Social Media Analytics Social Media Measurement SocialBlade: PR’s Newest Best Asset Social Media Models and Framework Understanding Media Platforms: Paid, Earned, Shared, Owned Theory into Practice: Creating a Social Listening Strategy in Five Simple Steps #LRNSMPR: Learn Social Media and Public Relations Part III Strategic Management: Public Relations and Social Media 11 Social Media Ethics Doing What’s Right Practicing Good Ethics within Social Media Social Media and the Law Alternative Facts and Fake News Artificial Intelligence and the Impact on PR Combining Ethics with Social Media Policies? Theory into Practice: The Lip-Syncing Obama #LRNSMPR: Learn Social Media and Public Relations 12 Crisis Management on the Social Sphere Millennial-Era Crises Five Stages of Crisis Management in the Digital Age Social Media Crisis or Not? Smart Companies, Unfortunate Crises Amy Neumann on Crisis Communication Today’s Reality Theory into Practice: Social-Mediated Crisis Communication Model #LRNSMPR: Learn Social Media and Public Relations 13 Rules of Engagement Losing Control and Going #Rogue The 4 Ps of Social Governance Establishing the Groundwork Inspiring Employees through Social Media Guidelines Rolling Out the Guidelines Key Sections Ubiquitous Sphere Theory into Practice: National Labor Relations Board #LRNSMPR: Learn Social Media and Public Relations 14 The Future of PR and Social Media The Burgeoning Horizon: A Look Forward Eight Ways Public Relations Can Fuel Successful Content Marketing Theory into Practice: Pink Power: The Pussyhat Project #LRNSMPR: Learn Social Media and Public Relations Appendix A: Public Relations and Social Media Planning Template Appendix B: Social Media Audit Appendix C: Resources in Public Relations and Social Media Appendix D: Social Media Guidelines Glossary Index About the Author
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